BRIEF

Launch Citroen's new DS3 Range co-designed with cult cosmetic brand, Benefit.

Target women discreetly to avoid alienating male Ds3 customers.

Sell 500 cars in 5 months, with £500,000.

IDEA

Instead of advertising the car, we created the world’s first online car boutique - a brand new way to discover, shop for AND buy the Ds3, in an environment where women feel at home.

EXECUTION

We applied the principles of fashion marketing and e-commerce, promoting everything under #DrivenByBeauty

We created a waiting list that generated 10,000 women joining a virtual queue for the online boutique doors to open

Editorial was created to align Ds3 with ASOS’s much anticipated spring and summer collections

Traditional car collateral was rejected for an ASOS Look Book distributed to over a million ASOS magazine fans

We turned Benefit's influential salesforce into dealers, and their blogger friends into advocates

We amplified editorial across like-minded communities

We applied the principles of fashion marketing and e-commerce

We created a waiting list that generated 10,000 women joining a virtual queue for the online boutique doors to open

Editorial was created to align Ds3 with ASOS’s much anticipated spring and summer collections and trendcasting

Traditional car collateral was rejected for an ASOS Look Book distributed to over a million ASOS magazine fans and flagship Benefit stores

We turned Benefit's influential salesforce into dealers, and their blogger friends like Zoella into advocates

We amplified editorial across like-minded communities including Cosmo and Company.

Before boutique doors opened, we had generated a virtual queue of 10,000 women

93,000 women crossed our virtual threshold; 86% above target

We sold out all 800 cars produced, generating revenue of over £12 million

It was so successful that Citroën added a fourth model to the range to promote on the boutique

We outperformed key rivals Mini (-29% YoY) and Beetle (-20%)

We increased sales of Benefit products featured in the Look Book by 25%